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Title:	Impact of social commerce constructs towards purchase intention
Authors:	Nurkhalida Makmor (ZP02358)
Supervisor:	Norzalita Abd Aziz, Assoc. Prof. Dr.
Keywords:	Social commerce Social support Universiti Kebangsaan Malaysia -- Dissertations Dissertations, Academic -- Malaysia
Issue Date:	14-Jun-2021
Description:	The advancement of social commerce has transformed the way consumers interact with one another in the online community. Following the rapid development of social networking service (SNS) platforms, the online communication system has also become a medium for online shopping. However, many potential customers are concerned about the authenticity of the information shared on the website, thus highlighting the significant influence of trust on consumers’ purchase intention. Various factors can influence consumers’ trust and purchase intention in social commerce. Despite the numerous concerns, the concept of social communication and the advancements of information technology continue to gain popularity. To date, studies on the influence of social and technological factors on consumers’ purchase intention in social commerce remain scarce, especially in the assessment of all these factors in a single framework. Consequently, there is limited evidence to guide online companies in utilising these social and technology factors to enhance consumers’ purchase intention in social commerce. Based on the Social Support Theory (SST) and Technology Acceptance Model (TAM), a conceptual framework that incorporated the social and technological factors that influence the purchase intention of consumers in social commerce was proposed in this study. The mediation effect of trust and the moderation effect of gender on purchase intention was also assessed. In this study, convenience sampling was used to recruit survey respondents. Following the preliminary data screening, 392 respondents were deemed as a valid sample for the study. Data analysis was performed with IBM SPSS and PLS-SEM. The results show that social commerce constructs, social supports are positively related to trust. Trust is also found to be positive to perceived ease of use, perceived usefulness, and purchase intention. Moreover, results reveal that trust mediates the relationship between social supports and purchase intention. However, no empirical support is found for the moderating effects. In summary, the SST and TAM is an appropriate basic theory as it can explain the relationship between the variables. The study successfully extended TAM with the inclusion of social supports. This study also contributes to practical by identifying, planning and develop effectively social commerce strategies. It also served as a good platform to elevate the consumers responsiveness. Keywords: Social commerce constructs; social supports; trust; purchase,Ph.D
Pages:	214
Publisher:	UKM, Bangi
Appears in Collections:	Faculty of Economy and Management / Fakulti Ekonomi dan Pengurusan

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